Over the past few years the proliferation of digital technology has fundamentally changed the way the British public buy many products and services. The shape of the British high street has altered radically with the disappearance of travel agents, insurance brokers and a whole raft of retailers. With 94% of UK households connected to broadband and 49% of households with mobile internet connectivity (Ofcom, August 2013) this transition to digital is unlikely to abate.

As the UK is totally obsessed with the royal family life in general and the first birthday of Prince George in particular, Samsung wanted to draw Brits’ attention to ordinary people around them. The tech brand teamed up with Cheil UK on a tongue-in-cheek outdoor campaign that celebrated birthday of George—not the royal baby, but George Jagger, a kid from a family living in Matlock, Derbyshire. 

Tapping into the “collaborative consumption” trend, the e-commerce furniture store Made.com in the UK has encouraged current and potential customers of the platform to reach out to each other in physical space and share experience. The site prompts shoppers to meet those who have already purchased furniture from the site to see how they integrated the pieces into their interiors.